Interaction, Brand, & Persona Stories

I grabbed a copy of the recent "Interaction" Magazine and stopped at one article: Persona Stories are more powerful communications tools than user stories. According to Hudson, "roles are only a tiny part of the picture when it comes to the needs and behaviours of user." Are we creating designs on the basis of "manufactured" role cards like Ford's assembly line? Can designs ever truly communicate user behaviour or uniqueness of character?

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